07
/ 08
Nike
We knew the Air Liquid Max needed to show up differently, so we designed around the idea of it escaping a radioactive lab.
2026
N°07
[Setup]
Nike came to us with the challenge of making the Air Liquid Max show up differently from every sneaker launch before it.
[Solution]
Sneaker culture runs on lore. The pairs people chase always come with a story, so we gave the Air Liquid Max one. Framing it as something too volatile to contain made the shoe feel rare and slightly dangerous, the exact energy that drives a drop. Working with Nike’s in-house team, we built the narrative to be modular, so every format feels like evidence from the same breach.
[Services]
Creative Strategy
Concept Development
Video Production
Photography
Post-Production
